Marketers find themselves overburdened in the face of a proliferation of digital channels. The complexity of executing marketing operations increases significantly as the number of digital touch points multiplies, demanding a new level of integration. Where once e-commerce and digital marketing might have been separated from the traditional business, as the offline and online worlds overlap they become enmeshed.
This increasing complexity results in cumbersome and inefficient departments operating with obscure and unreliable data. The difficulty in quantifying the return on investment in online advertising is a case in point. Even the most sophisticated companies use a variety of approaches and packages. Marketers will need to find consistency across digital properties in order to analyse the available data.
Evaluating the ever-expanding mix of digital and no-digital assets requires a standardised, consistent approach. Marketers will need to find a cost-effective and efficient platform that will integrate the processes necessary in managing these assets.
Accenture recently worked with Procter & Gamble to consolidate and simplify their marketing strategy. By supporting P&G’s Summer Olympiad sponsorship, the launch of Internet sites, applications and home page features across 39 markets; Accenture oversaw a major business transformation across the majority of P&G’s brands, resulting in efficiencies and cost reductions. To achieve this, Accenture provided a range of digital production and content services to bring core marketing operations capabilities such as content production and management, campaign management and distribution.
As companies seek to reach more markets across more channels, it’s imperative to integrate marketing channels and operations more effectively. By doing this, businesses will provide their customers with more consistent and relevant experiences – vital when targeting the digital consumer.